Materials linked from the December 9, 2014 Graduate Council agenda. EXPLORATORY STUDY: MASTERS IN SPEECH COMMUNICATIONS REPORT SUMMARY MARCH 2014 Michael J Riley & Crystal Bolyard Riley Research Associates RESEARCH INSIGHT KNOWLEDGE www.rileyresearch.com 10200 SW Eastridge St, Suite 120, Portland, OR 97225 phone [503] 222-4179 fax [503] 222-4313
TABLE OF CONTENTS INTRODUCTION... 1 METHODOLOGY... 2 EXECUTIVE OVERVIEW: EXPLORATORY INTERVIEWS... 3 CONCLUSIONS... 4 RESULTS... 5 LABOR / HIRING OPPORTUNITIES & INSIGHTS... 21 JOB POSTINGS... 35
INTRODUCTION Oregon State University (OSU) is considering adding a new Master of Science/Master of Arts in Speech Communication. The goal of this degree is to provide students with advanced skills in persuasion and argumentation, conflict management and resolution, cultural and intercultural communication, and interpersonal, organizational and group issues, to prepare them for positions that will benefit from these types of skills. The degree will focus both on rhetoric and communication. As part of an initial discovery process, OSU was interested in gathering information about the existing and potential job market for graduates with such a degree. Specifically, OSU was interested in learning the following: What job opportunities exist for program graduates, outside of academia? How can OSU best position its program to appeal to potential students and employers? How can OSU create a program that stands out among the competition? In order to do this, Riley Research Associates (RRA) conducted an environmental scan of current programs and career opportunities, and conducted an exploratory survey of business leaders in various industries to assess the demand and appeal of graduates with such a degree. The environmental scan included exploratory online research of the current masters and majors programs in colleges and universities across the country, insights into the career opportunities for graduates, and examples of current job openings. The survey included exploratory interviews with nationwide organizations in various industries. These interviews sought to explore the job demand for such a degree, perceptions of such a degree, and any perceived challenges for job candidates with such a degree. Because of the breadth of industries and the relatively limited number of interviews in each, this is not considered a scientific survey, but rather intended to provide in-depth anecdotal information. The information gathered provides a snapshot of how leaders in various industries relate to such a degree, the concerns they might have, as well as the perceived benefits for their organization and their industry. The results show insights into the thought processes, awareness, needs, and perceptions among decision-makers representing these various industries. Findings are cross tabulated by industry; however, the reader should be cautioned that some industries are represented by few respondents, and thus should not be considered projectable to the entire industry. This report contains the results of the survey, as well as the existing graduate and major programs, and a few job listings that specified such a degree. 1 Introduction
METHODOLOGY Environmental Scan RRA conducted online searches of universities and colleges across the United States that offer graduate programs similar to the Master of Science/Master of Arts in Speech Communication degree. The list included in this report is extensive, but not comprehensive. Information that illustrates how other universities market their degree program and attempt to appeal to potential students is included in this report. Additionally, RRA has collected information about the degree, including attitudes about its usefulness, anticipated earnings for a graduate with this degree, and the types of industries that are often connected with this type of degree. Exploratory Interviews RRA identified numerous broad industries that were related in some manner to a career a graduate of Speech Communication and Rhetoric could follow. With the understanding that many graduates with such a degree move on to academia or literature, we wanted to identify less obvious career choices, in order to show the range of opportunities outside of the most obvious career paths. Because this degree can be widely applied to many industries, the study collected information from a broad cross-section of potential employers, intended to document existing career opportunities for the program s degree holders. A total of 51 interviews were conducted between February 17 th and 28 th, 2014. Respondents were considered qualified if they indicated they represented their organization in terms of hiring needs and practices. RRA purchased a random list of qualified organizations within each targeted industry across the United States. 2 Methodology
EXECUTIVE OVERVIEW: EXPLORATORY INTERVIEWS Respondents were read the description of the proposed Master of Science/Master of Arts in Speech Communication program and were asked to indicate how valuable such a degree would be to their organization and industry. A majority (59%) felt the degree would be very or somewhat valuable. With 4% undecided, 37% did not see a direct value for their organization. The industries more likely than others to consider the degree valuable included advertising/marketing/media, nonprofit/healthcare, and professional services. Communications skills and the ability to represent an organization to the public well, were among the most desirable aspects of this degree; most respondents could see a fit for someone with this skill set in their organization. Respondents were read a list of specific skill sets that holders of this degree would possess, then asked to indicate the value of each. Public relations and Human resource and human resource management were the most valuable skills, although all but one skill (Politics) were seen as valuable by at least half of respondents. Valuable Not valuable Unsure j. Public relations 86% 12% 2% a. Human resource and human resource management 84 16 - b. Organizational development 80 18 2 f. Mediation, facilitation, and conflict resolution 80 16 4 c. Training and development 78 20 2 g. Public service 70 25 4 d. Public and community leadership and development 68 31 - e. Advocacy 63 29 8 h. Public participation processes 53 39 8 i. Politics 34 61 6 About one in three respondents felt that a Master of Science/Master of Arts in Speech Communication degree would be more valuable to their organization than another degree (29%). Some thought it would be no more or no less valuable (27%), while 43% felt it would be less valuable to their organization than other types of degrees. The industries more likely to consider the degree valuable included advertising/marketing/media, nonprofit/healthcare, and professional services. Those who saw it as more valuable appreciated the communications skills that it would produce, expected that the graduates would come highly-trained, and saw the skill-set as valuable to helping them market their businesses. Those who saw it as less valuable felt the degree wouldn t be as specifically targeted as needed for their particular organization. 3 Executive Overview
CONCLUSIONS Master of Science/Master of Arts in Speech Communication is a degree that can apply to myriad industries and positions, and the degree is applicable to virtually every industry interviewed and researched. The skills from this degree apply to both internal and external communications positions, and can be a benefit for everything from public relations and marketing firms, government, lobbying, and law, to hospitality, manufacturing, and other professional services. Speech Communication gives students the opportunity to develop and refine skills in a variety of communication niches. Unlike many degrees that cater to a very specific industry segment and provide specific skills relevant for that industry which makes it difficult for graduates to apply their degree to anything else this degree offers the skillset necessary to launch a professional career in any number of desired industries, and to continue to evolve career opportunities. Because of this, the earning potential of graduates is only defined by the field they choose. This degree goes beyond generalized communications skills and provides a more highly-skilled and refined graduate. Employers appreciated that this degree implied a high level of communications skills. They saw potential for higher-level positions in many industries, and assumed a graduate of this degree would have advanced skills. In addition to general communications, the elements of persuasion and potential crisis management are appealing, and frame the degree as something beyond more basic and/or technical communications skills that are more common today, such as Internet and social media communications, and ad copy. The most common barrier for the general organizations that were interviewed was the concern graduates wouldn t have enough knowledge in the technical skills needed to be a good fit for their specific organization. This is a barrier that is easy to surpass if a graduate chooses to appeal to a specific field, and supplement their graduate work with those technical skills or knowledge base. Another challenge is establishing this degree as something different and more advanced than technical communications programs. To help make this degree more marketable to both students as well as prospective employers, OSU can emphasize the variety of industries applicable for graduates with such a degree, and also illustrate the more refined skills the program offers. Graduates will have a deeper ability to communicate with various audiences, promote organizations, manage conflict resolution or crises, and have a professional and influential demeanor. Many colleges and universities provide options for Master of Science/Master of Arts in Speech Communication. However, there are few in the northwestern United States. This establishes Oregon State University as a more attractive option for those seeking rigorous study in this region. Many of the respondents in the larger local organizations would be ideal targets for this degree. Many program websites do not elaborate on degree specifics and fail to communicate the possibilities such a degree holds for potential students. Leveraging the OSU website to promote some of the more unique features could help position program above others. Including information on how the degree applies to emerging markets, trends, and community programs will help facilitate employer as well as student engagement. 4 Conclusions
RESULTS Q1. Based on the description I gave you, would you say, for your organization or industry, a Master of Science/Master of Arts in Speech Communication would be: (Aided) About three-fifths of respondents indicated a Master of Science/Master of Arts in Speech Communication would be valuable for their organization, while just over one-third said the degree would not be of value, and few were unsure. Respondents in advertising/marketing/media were more likely than others to consider the degree valuable, followed by those in nonprofit/healthcare and those in professional services. Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Valuable 59% 60% 33% 78% 67% 67% 100% - 64% 36% 57% 80% 100% Very valuable 12 13 17-11 17 20-7 - 14 40 25 Somewhat 47 47 17 78 56 50 80-57 36 43 40 75 Not valuable 37% 33% 67% 22% 22% 33% - 90% 29% 64% 36% 20% - Not very 25 27 42 11 22 17-62 7 57 21 20 - Not at all 12 7 25 11-17 - 29 21 7 14 - - Unsure 4% 7% - - 11% - - 10% 7% - 7% - - Depends 4 7 - - 11 - - 10 7-7 - - MID NORTH EAST SOUTH EAST SOUTH 5 Results
Q1b. And why is that? Very valuable Florida Fish and Wildlife hires a wide range of people, and it would be very valuable for a few positions However we would be, it wouldn't be a full time position That's something we do every day; work with people and public outreach Valuable in marketing and business development; we are located in Philadelphia and inter-cultural communication is important in this area Very valuable because the market is there We base everything on communication; we are a national and international nonprofit Somewhat valuable Any time you can communicate well it s valuable; helpful for any business As a career no, but communications is valuable and I could use some aspects of the degree Clearly the ability to communicate precisely and effectively is a boon to any profession, regardless of technical qualifications Communication is a critical aspect in every endeavor; people with that skill have the ability to develop relationships Communications with different demographics, different demographic groups, is vital for us. We're a summer camp; conflict resolution is the main thing we do all summer Dealing with employees and dealing with executives it s a good idea it probably would help Definitely good, we definitely deal with a lot of people and not necessarily happy people, but they would also need a background in finance Depends on the specifications of the position For HR, it s so law based; there should be some mix Having those extra skills definitely enhances anyone's skills. Adds an extra level of skills I guess most of the positions - we have a lot of the training here; we are a major corporation In our direct business, there are not enough positions available, but there would be some Only because we are in health services People industry; people skills are good Somewhat valuable in human resources and public administration Sounds in line with a master in communication or masters in psycholinguistics Those are really soft skills that would only help employees move forward, but our industry requires more technical skills. I think the soft skills would be helpful in the human resources department Types of properties we have in Oregon are very small; would not be valuable in Oregon; nationwide - the degree would be very valuable We are a small casino, but any type of public relations We look more for tech- we get opportunities for looking at more people with technical degrees We re content marketing, so I m looking for different things, for specific qualities that relate to what we re doing Will be hiring teachers with academic disciplines, the skills mentioned are important, but I need people with a more traditional background Would be good in any position, but maybe not as the sole qualification; I think there's other more important skill sets that would have to come first in a lot of positions Would have a balance of skills, not a specialized degree, we re in education, so were looking for specialized training 6 Results
Q1b. And why is that? Not very valuable A speech pathologist, assistant for teachers, but we would be unable to hire someone for that position because of budget limitations All we have here is engineers, so that kind of degree doesn't really apply Do not require a Masters for any of our positions Don't have a need for that type of job In some areas a master s degree in human resources would be more valuable; a communication degree would just be a small piece of what this position would require Not very valuable for a small town; you d have to get out of here before a degree would matter. Someone with this degree would not work for what we start at, which is minimum wage The piece of the work we do is the business side, so it s not valuable; we need a degree in business; at least for me Vast majority of my folks are caregivers, then servers, then maintenance and housekeeping. We just have a few managers. Learning how to argue is not necessarily a good skill for our folks We are an industrial repair operation and while there are internal communications and some customer service that is not the bulk of our business We are more of an engineering and sales company We are more of an environmental compliance industry we do a lot of scientific studies We deal more with psychological issues. We hire counselors and interns to deal with the kids here We have sales and finance; we send anyone without experience to our own training related to sales or auto industry Not valuable at all Do not need that many of those positions because at a high level we contract that out to fill those positions Don't require educational degrees, our industry requires personality and human interaction In this type of organization this degree would not be needed Interpersonal skills would be great, but we are generally looking for candidates with a degree in finance, or accounting Most of our employees are focused on child development and related issues; we re a preschool We do not recruit people Depends / Too soon to say Depends on what credentials they carry with that degree, a teacher s credentials Sounds more like a management-level individual; we have fieldworkers here 7 Results
Q2. What are some of the positions, if any, for which someone with a Master of Science/Master of Arts in Speech Communication might be considered, either for your organization specifically or for your industry in general? Human Resources / HR (9) Marketing (7) Sales (3) Administrative positions (2) Public Relations/PR (2) Adult education, writing skills; most any position we would need a specific degree, not as broad as the one mentioned Any type of communication manager or marketing manager Business development; sales aspect of selling attorneys is very important to our organization Case managers CEO, COO, maybe a few director positions Client or customer relations being able to interface with different people Communications Communications manager Community relations (the press) Conflict resolution Dealing with a group of tech people who design interface, I need tech skills; communication is a definite plus, but if they can t produce on the tech side, it's of no use Degrees in general are a benefit, but an MSW is more what I'd be looking for in regards to management. Being a good public speaker in general is a good skill depending on the position. For this organization, that degree would not merit a second look Director of administration or development Facilitation coordinator Finance General management Human resource manager I m a small agency, and everybody wears hats; that would take some time In a larger firm, public relations in environmental concerns In our industry, Alzheimer s facility, having other skills really helps. Administrative jobs would be the only ones that would benefit from a master. A graduate would be overqualified for care giving positions Investor relations Manager Maybe for special needs, but the amount of money would be extremely high, and the school district does not have extra funds Media Media communication Not sure there is a position that would go for something like that; we prefer other functions like marketing, and business engineering degrees Outreach consultant Owner Parent/teacher liaison; a person helping families with support, providing workshops Policy and planning 8 Results
Q2. What are some of the positions, if any, for which someone with a Master of Science/Master of Arts in Speech Communication might be considered, either for your organization specifically or for your industry in general? (Continued) Public Information Public-workshop-related positions Someone with a master degree would be a little overqualified, but if they wanted to work here they could definitely be general counselors Someone with that degree would not be from the business side Speech pathologist Teacher of science They would be considered for positions in which a degree is not required; though we are looking for candidates with a degree in finance or accounting Training and development Upper level sales director; we are international and do business in different countries; could be used in law, mediation, claim mediation, and negotiation Upper management We are small; we have one person that is director of communication We do have a communications specialist position, and based on the description you just gave we have some others like HR or that kind of thing, but would need other skills in addition We have a director of communications. She does PR things and that would be the only one We hire communications people, so we would consider them in that area Would have to be in addition to a tech degree of some kind 9 Results
Q3. I d like to read a list of skills graduates of this program will possess, and please tell me if that skill would be very valuable, somewhat valuable, or not valuable to your organization (or industry): Summary The highest proportion of respondents considered training and development to be very valuable, followed closely by human resource and human resource management, with nearly half of respondents indicating they were very valuable. Organizational development, mediation, facilitation and conflict resolution, and public relations were considered very valuable by more than one-third of respondents. Very Somewhat Not Unsure Graduate Skill valuable valuable valuable c. Training and development 47% 31% 20% 2% a. Human resource and human resource management 45 39 16 - b. Organizational development 39 41 18 2 f. Mediation, facilitation, and conflict resolution 35 45 16 4 j. Public relations 35 51 12 2 g. Public service 29 41 25 4 d. Public and community leadership and development 27 41 31 - e. Advocacy 20 43 29 8 h. Public participation processes 16 37 39 8 i. Politics 10 24 61 6 10 Results
Q3. I d like to read a list of skills graduates of this program will possess, and please tell me if that skill would be very valuable, somewhat valuable, or not valuable to your organization (or industry): (Continued) a. Human resource and human resource management Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS MID REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 49% 40% 33% 56% 78% 50% 67% 24% 43% 36% 50% 80% 75% Somewhat 35 47 33 44 11 33 23 52 29 57 29 20 25 Not valuable 16 13 33-11 17 10 24 29 7 21 - - NORTH EAST SOUTH EAST SOUTH b. Organizational development Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS MID REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 39% 20% 25% 67% 56% 50% 53% 19% 50% 14% 36% 60% 75% Somewhat 41 60 33 33 33 33 43 38 36 64 29 40 25 Not valuable 18 20 33-11 17 3 38 14 21 29 - - Unsure 2-8 - - - - 5 - - 7 - - NORTH EAST SOUTH EAST SOUTH c. Training and development Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 47% 47% 42% 56% 78% - 63% 24% 43% 36% 36% 80% 100% Somewhat 31 27 25 44 22 50 20 48 29 43 36 20 - Not valuable 20 20 33 - - 50 13 29 29 21 21 - - Unsure 2 7 - - - - 3 - - - 7 - - MID NORTH EAST SOUTH EAST SOUTH 11 Results
Q3. I d like to read a list of skills graduates of this program will possess, and please tell me if that skill would be very valuable, somewhat valuable, or not valuable to your organization (or industry): (Continued) d. Public and community leadership and development Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS MID REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 27% 40% 17% 22% 44% - 43% 5% 29% 21% 29% 20% 50% Somewhat 41 47 33 56 33 33 40 43 29 43 36 80 50 Not valuable 31 13 50 22 22 67 17 52 43 36 36 - - NORTH EAST SOUTH EAST SOUTH e. Advocacy Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS MID REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 20% 27% 17% 11% 22% 17% 27% 10% 21% 14% 7% 60% 25% Somewhat 43 33 33 56 56 50 47 38 36 36 57 40 50 Not valuable 29 20 50 33 22 17 13 52 29 43 36 - - Unsure 8 20 - - - 17 13-14 7 - - 25 NORTH EAST SOUTH EAST SOUTH f. Mediation, facilitation, and conflict resolution Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 35% 27% 25% 33% 33% 83% 50% 14% 43% 21% 36% 20% 75% Somewhat 45 53 33 56 56 17 40 52 36 64 36 80 - Not valuable 16 13 33 11 11-7 29 21 14 21 - - Unsure 4 7 8 - - - 3 5 - - 7-25 MID NORTH EAST SOUTH EAST SOUTH 12 Results
Q3. I d like to read a list of skills graduates of this program will possess, and please tell me if that skill would be very valuable, somewhat valuable, or not valuable to your organization (or industry): (Continued) g. Public service Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS MID REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 29% 40% 17% 22% 44% 17% 47% 5% 36% 14% 21% 40% 75% Somewhat 41 33 33 44 44 67 37 48 50 36 43 60 - Not valuable 25 13 50 33 11 17 10 48 14 43 36 - - Unsure 4 13 - - - - 7 - - 7 - - 25 NORTH EAST SOUTH EAST SOUTH h. Public participation processes Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS MID REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 16% 20% 8% 22% 11% 17% 27% - 14% 7% 14% 20% 50% Somewhat 37 40 33 33 33 50 43 29 36 36 36 60 25 Not valuable 39 33 50 33 44 33 20 67 43 57 36 20 - Unsure 8 7 8 11 11-10 5 7-14 - 25 NORTH EAST SOUTH EAST SOUTH i. Politics Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 10% 13% 17% - 11% - 13% 5% - 14% 14% - 25% Somewhat 24 40-33 11 33 27 19 29 14 14 60 25 Not valuable 61 27 83 67 78 67 50 76 71 64 64 40 25 Unsure 6 20 - - - - 10 - - 7 7-25 MID NORTH EAST SOUTH EAST SOUTH 13 Results
Q3. I d like to read a list of skills graduates of this program will possess, and please tell me if that skill would be very valuable, somewhat valuable, or not valuable to your organization (or industry): (Continued) Q3j. Public relations Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Very valuable 35% 47% 25% 33% 33% 33% 50% 14% 29% 21% 43% 60% 50% Somewhat 51 40 58 44 56 67 40 67 57 57 50 40 25 Not valuable 12 7 17 22 11-7 19 14 21 7 - - Unsure 2 7 - - - - 3 - - - - - 25 MID NORTH EAST SOUTH EAST SOUTH 14 Results
Q4. Other criteria being equal, does having an employee with a Master of Science/Master of Arts in Speech Communication sound like it would be more or less valuable to your organization (or industry) than having someone with a different degree? (Much or somewhat) More than half of respondents feel a Master of Science/Master of Arts in Speech Communication degree would be more valuable (29%) or no different than a different degree (27%), while 43% felt it would be less valuable to their organization. Respondents in professional services were more likely than others to consider the degree more valuable, followed by those in nonprofit/healthcare. Those in agriculture/manufacturing were more likely than others to consider it less valuable, followed by those in government/education. Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS REGION Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 More valuable 29% 20% 25% 22% 44% 50% 47% 5% 36% 21% 36% 20% 25% Much more 6 - - 11 11 17 10-7 - 14 - - Somewhat more 24 20 25 11 33 33 37 5 29 21 21 20 25 Less valuable 43% 53% 67% 11% 33% 33% 23% 71% 36% 50% 50% 40% 25% Somewhat less 27 47 33-22 17 20 38 29 36 21 20 25 Much less 16 7 33 11 11 17 3 33 7 14 29 20 - No difference 27% 27% 8% 67% 22% 17% 30% 24% 29% 29% 14% 40% 50% No difference 14 13-56 - - 10 19 14 14 14 20 - Depends 14 13 8 11 22 17 20 5 14 14-20 50 MID NORTH EAST SOUTH EAST SOUTH 15 Results
Q4b. And why is that? Much more valuable Communication is such a vital piece of what we do Managers need to have a degree. If a graduate of this program also had a healthcare degree they'd be perfect Valuable for marketing and business development these two areas go hand in hand Somewhat more valuable Depend on their background besides this degree; would need finance Fairly new area, not yet tested I m dealing with a tech discipline; have to sell ideas. To do so, one must be an effective communicator, but communication alone isn't going to do it; need the underlying skills Most of our real estate operations are at street level conflict. Our overall corporate structure is very small compared to real estate; our corporate structure is only 5% Person with this degree should be knowledgeable. So often people today with degrees who join our company need retraining, according to local laws and procedures Skill set applies to billing area, patient enrollment, and public services They will be better trained We have all types of positions, so it depends on then position We look more for positions in healthcare, and healthcare administration We re looking for a different specialization, looking for specific expertise With the right credentials it would put them in that area of science You look at people s credentials, when they are hired they learn the business, but hopefully they will bring to the table something new and creative that keeps us on the cutting edge No difference / equal Depends on what we would be looking for, it might be useful to a general manager, but as a director the degree could be equal to some other degree. More sales based education can have all the education, but not be able to sell something No one in this county has a degree like that and it isn't needed Not about the type of degree it s more about what they have done with it Not sure that would have any specific job skills that would match up with our organization Our business does not require graduated degrees Would be nice to have, but a degree in marketing, operational, accounting and business degree would be much more important in this industry 16 Results
Q4b. And why is that? (Continued) Somewhat less valuable Communications is good for any job or position, but may need a different skill set as the primary qualification for whatever the specific position is; that by itself is probably not going to be enough Do not know if it would have a useful purpose in this town For our communications positions, we would hire someone with a different degree because the description of this new degree does not sound like it would address the skills we need Looking for degrees in child development and early child education Not specific to the positions Our positions are healthcare specific, and so more general Tend to hire people with more traditional academic backgrounds We are a manufacturing industry We would focus on engineering and sales degrees We would use someone with a different degree We d look for a different degree We re federally contracted, but we only have 16 centers, so no issue We re primarily in the business area; we deal with business, so we d look for a degree in business Without being an engineer the degree just wouldn't apply to what we do Much less valuable Budget restrictions Do not have a need for that specific degree because we are a small company. We contract out to fill those positions Does not fit our needs; it is specific to communication, and that is just a small piece of what an employee would need to fill a position Doesn't really fit with what we're doing here If I had to pick two people with two different degrees, and one was more specific to caring for elders that would be my first choice. If the person could demonstrate through work that they have some of these skills then that would be different. In and of itself the degree is not a benefit without some other things Look for degrees in engineering Not looking for candidates with this degree; something in finance and accounting would be more applicable We are scientific, with environmental concerns Depends / Too soon to say Depends on what department; valuable in media communications Do not require a master for any positions, so I do not have an opinion There are other areas that are valuable; it would add value, but not more so than other degrees We are a State; we also have requirements set by the State of Florida We look at the whole package and compare applicants with other degrees Would use pieces of the degree and some skills are very valuable, but I would not have a position for someone with that degree 17 Results
Q5. What suggestions do you have for OSU as they consider ways to add additional value to this program? How could OSU make this program more marketable or valuable for your organization or industry in general? Add some type of details about job descriptions graduates could qualify. It is like in the armed services where soldiers are coming out with varying degrees of skills and no easy way to determine their skills. Universities would do well to translate what these degrees actually mean - what are the skills they will have that will lend themselves to the business world Be online Careers in public relations; maybe for government in dealing with the public regarding environmental concerns Consider making a portion available to those in other disciplines, ex-engineers can always use more, but rather have an engineer then a non-engineer who can talk well. It would be better as an add-on to another discipline. I know it doesn t work that way in academia; I taught for a long time, so I get it, but if it could be done as an add-on that would be most helpful Could offer as a minor, so it could be tacked on to another degree Discount for our employees tuition Do the homework and see what the federal requirements are; they need to wear more than one Each degree gives different specific skills. This degree is totally different than something we'd utilize - the candidate would need psychology too Establish an internship program, so they can do hands-on, and be a part of the whole program Go to the west coast; find out local demands in the local market Great and useful, but not so much as a standalone degree; needs to be in addition to a job specific qualification of some kind, in this case something in education. I would tie it with a degree in business administration or human resources, I would bundle it with other master degree programs If we were recruiting for marketing and business development it would be helpful to have a job board for alumni graduates. Unfortunately our business has changed in the last few years and it is difficult for graduates to find a position without experience If you took PhD in teaching, more along the lines of communicating and building relationships it would apply to law, and caring for senior citizens, geriatrics Interdisciplinary degree with a minor in marketing or hospitality Internships Internships are always a very useful tool - having experience will help with the job search Is it an online program It has a tremendous value, but not as much in the real estate title industry It will have to be related to telecommunications or the degree won't do any good Make a great minor degree, but it has no value as a masters Maybe having an intern program, we love interns; we do not have enough of them; to teach them what it is like to work for a nonprofit. With social media we have to keep on top of everything Minor in human resources if you are looking at public service; I would hire someone in a heartbeat if they had that degree and a background in human resources No idea; like I said, for my industry it isn't relevant Not sure you could for our organization Offer some of the core courses for other degrees; communication is so important in business and having those soft skills under one's belt can really help. Offer some supplemental business, or business courses 18 Results
Q5. What suggestions do you have for OSU as they consider ways to add additional value to this program? How could OSU make this program more marketable or valuable for your organization or industry in general? (Continued) OSU needs to gather different job descriptions to help students become aware of what jobs would be available to them when they graduate Positions I mentioned, and all the skills I mentioned would be very valuable; we try to keep politics out of city government, and all our training and certifications are from outside sources Skills are valuable, but we would not have the funds to hire someone with that degree Speech and people skills with this degree would be good for the interactions in banking, but I think this degree will be difficult to sell to the banking industry We look for people familiar with our manufacturing process We're just not in an industry where this degree would have value 19 Results
Q6. To finish up, may I ask your title? Total GOV EDU AGRI MANU CNSTRCT INDUSTRY ADVERT MEDIA NONPRFT HSPTLTY HLTHCRE PRO SERVICE VALUE OF MASTERS DEGREE VERY / SOME NOT/ WHAT DEPENDS Total Participants 51 15 12 9 9 6 30 21 14 14 14 5 4 Owner/Pres/CEO 8% - - - 22% 33% 13% - 14% 7% - 20% - VP 6 7 8-11 - 10 - - 14 7 - - Director / Manager 35 53 33 33 33-30 43 43 29 29 60 25 HR / Hiring 45 27 50 67 33 67 40 52 36 50 50 20 75 General 6 13 8 - - - 7 5 7-14 - - MID REGION NORTH EAST SOUTH EAST SOUTH Q7. (As necessary/confirm) And in which industry is your organization? Total Total Participants 51 Government / Education 29% Education 16 Government 10 Energy 4 Agriculture / Construction / Manufacturing 24% Manufacturing 16 Construction 6 Agriculture 2 Advertising / Media / Hospitality 18% Hospitality/Hotel 10 Media / Entertainment 4 Advertising 2 Retail 2 Professional services 12% Professional Services 4 Insurance 2 Law 2 IT / Engineering 4 Nonprofit / Social service / Healthcare 18% Non-profit 8 Healthcare 10 20 Results
LABOR / HIRING OPPORTUNITIES & INSIGHTS Education Portal http://education-portal.com/speech_communication_masters.html Employment Outlook and Salary Information Those graduating with a master's degree in speech communication can land numerous types of employment. According to the U.S. Bureau of Labor Statistics (BLS), www.bls.gov, public relations specialist employment from 2010-2020 is expected to increase 21%, which is faster than average when compared to other professions. As reported by the BLS, the median perhour rate for public relations specialists as of May 2012 is $26.04, which translates to $54,170 annually. Another popular career for graduates of the master's degree program in speech communication is that of a postsecondary communications teacher. This type of job allows employees to teach courses in communications, including journalism and radio broadcasting. According to the BLS, the median annual salary for communications teachers as of May 2012 was $62,180. Speech communications and rhetoric programs teach students the theory and physiology of spoken communication so that they can help people with speech problems or work in a communications field. People who have obtained a degree in speech communications and rhetoric may find work as announcers, newscasters, writers or any other professionals whose work is based in oral or written communication and public speaking. Information about a Degree in Speech Communications and Rhetoric Individuals interested in working in the public speaking or communications fields often pursue degrees in speech communication and rhetoric. Techniques such as repetition, irony and double meaning are extremely important to writers, politicians and other professionals. According to the Princeton Review, coursework in speech and communication programs includes the basics of writing and delivering speeches, as well as the principals of persuasion and formulating arguments. Additionally, students also study the ways in which people listen to, understand and think about what others are saying. 21 Labor/Hiring Opportunities & Insights
PayScale http://www.payscale.com/research/us/degree=master_of_arts_%28ma%29%2c_communication/salary Master of Arts (MA), Communication Degree Average Salary (March 2014) Employees with a Master of Arts (MA), Communication Degree Salary Ranges by Job Job Title National Salary Data Communications Manager $44,494 - $91,475 Communications Specialist $41,022 - $80,136 Director of Communications $39,548 - $120,000 Executive Director $31,972 - $122,554 Marketing Communications Director $41,500 - $127,451 Marketing Director $44,934 - $136,846 Marketing Manager $37,506 - $91,962 College Toolkit http://colleges.collegetoolkit.com/colleges/browse/majors/byid/communication_studies-speech_communication_and_rhetoric/09.0101.aspx Overview for Communication Studies/Speech Communication and Rhetoric A program that focuses on the scientific, humanistic, and critical study of human communication in a variety of formats, media, and contexts. Includes instruction in the theory and practice of interpersonal, group, organizational, professional, and intercultural communication; speaking and listening; verbal and nonverbal interaction; rhetorical theory and criticism; performance studies; argumentation and persuasion; technologically mediated communication; popular culture; and various contextual applications. A major in Communication Studies/Speech Communication and Rhetoric is highly relevant for the following careers. National averages for wages in each career are provided. Communications Teachers, Postsecondary - $63,330 Public Address System and Other Announcers - $37,530 Public Relations Specialists - $58,960 Technical Writers - $64,210 22 Labor/Hiring Opportunities & Insights
Preparing Answers Adopted from http://www.eiu.edu/~speech/old/dowithug.htm Many employers have problems trying to place communication program graduates into a traditional occupational category. Candidates often need to assist the employer in coming to understand what a communication degree can offer for their organization. The underlying assumption for this section is that all employers are really looking for five basic items from any candidate. Those items are: Relational skills (interpersonal, group/team, conflict management) Critical thinking skills Writing skills Computer skills Degree and/or specific skill area (demonstrates ability to master content areas and rite of passage) As a Speech Communication major, you have a competitive advantage. You have more experience with relational and critical thinking skills than others. If you managed your degree program positively, you would have developed the computer and writing skills you need. Finally, if you have constructed a coherent major program and perhaps have a minor program, you have a content area which demonstrates your ability to learn. Ability to learn is important because what you know will change, who you are does not. For new college graduates it is a little more basic, an employer will hire for what you are and train you in what you need to know. So, what do you need to do to prepare for your job search efforts? Consider the following items as additional things to consider beyond the normal advice. You need to be able to explain how your skills and experiences fit the five categories described above. You need to be able to explain what a communication degree is in terms that a recruiter will understand. You will need to be able to differentiate your degree from other degrees and describe its competitive advantage. You need to be able to explain what you can do for an organization. 23 Labor/Hiring Opportunities & Insights
Communication Studies/Speech Communication http://ubalt.edu/downloads/commstudies.pdf What can I do with this degree? General Information Develop strong written and verbal communication skills and excellent interpersonal skills. Get experience with public speaking by joining Toastmasters. Learn to work well on a team and develop leadership skills. Explore specializations within major and professional field. Select electives to enhance knowledge in area(s) of interest. Obtain experience through part-time employment, co-op, internships, or volunteer experience. Get involved in campus activities and professional organizations. Speech communication is a broad degree that can lead to job opportunities in many different fields. Skills and experiences gained through co-curricular activities, internships, part-time jobs, and volunteering are critical in shaping a career path. Speech communication is also good preparation for graduate school in many disciplines. Sales Customer Service Management Human Resources Training and Development Labor Relations Writing/Editing Office Management AREAS EMPLOYERS STRATEGIES BUSINESS Product and service organizations Retail stores Hotels Restaurants Manufacturers Financial companies Insurance companies Hospitals and other healthcare organizations Print and electronic media Other business corporations Develop strong verbal and written communication skills. Demonstrate excellent interpersonal skills. Learn to work well on a team. Join related professional associations. Get involved in other campus organizations. Take business courses or earn a business minor. Gain experience through internships, part-time, or summer jobs. Develop computer skills in areas such as spreadsheets, databases, and presentation software. 24 Labor/Hiring Opportunities & Insights
Communication Studies/Speech Communication (Continued) http://ubalt.edu/downloads/commstudies.pdf AREAS EMPLOYERS STRATEGIES PUBLIC RELATIONS/ADVERTISING Private corporations Public service organizations Public opinion research firms Public relations firms Advertising agencies Public opinion organizations Radio and television companies Sports and entertainment organizations Hospitality and tourism industry Nonprofit organizations Consulting firms Freelance Public Relations Advertising Marketing Corporate Public Affairs Development Media Analysis/Planning Creative Directing Writing/Editing Audience Analysis Public Opinion Research Writing Editing Copywriting Publishing Producing Managing/Directing Research Media Sales Administration Program Coordination Grant Writing Writing/Editing Fundraising Volunteer Coordination MEDIA Publishing firms including newspaper, magazine and book Internet sites Television and radio stations Film industry NONPROFIT Nonprofit organizations Professional associations Chambers of commerce Community centers Philanthropies Hospitals Develop excellent writing skills. Gain experience through internships, even if unpaid. Serve as public relations officer of an organization. Take additional courses in marketing, advertising, public relations, or other area of interest. Develop a portfolio of writing samples, ad campaigns, and other relevant work. Join related professional associations. Be willing to move to locations with greater numbers of job opportunities. Be prepared to start at the bottom and work to more desirable positions. Develop excellent interpersonal and presentation skills. Take elective courses in journalism, broadcasting, public relations, and advertising. Develop research skills. Work for campus or local newspaper, radio station, or television station. Get related experience through internships, even if unpaid. Learn desktop publishing, webpage design, and other computer skills. Take courses in psychology, sociology, or social work to broaden perspective. Volunteer with community and campus organizations. Learn to work well with different types of people. Develop a wide array of skills including writing, speaking, budgeting, grant writing, and leadership. 25 Labor/Hiring Opportunities & Insights
Communication Studies/Speech Communication (Continued) http://ubalt.edu/downloads/commstudies.pdf Public Information Campaigning Programming Legislative Assistance Research Lobbying Conflict Negotiation Law Assistance Prosecution Defense Contractual Corporate Nonprofit or Public Interest Government Mediation Lobbying AREAS EMPLOYERS STRATEGIES GOVERNMENT All branches of local, state and federal government Political parties Political action committees Teaching Research Student Support Services including: Admissions Advising Development Student Affairs Recruitment Alumni Affairs LAW Law firms Government agencies Corporations Public interest organizations Private practice Colleges and universities EDUCATION Colleges and universities Learn local, state, and federal government job application process. Take courses in conflict management and develop negotiation skills. Volunteer to work on a local political campaign. Join related student organizations and earn leader -ship roles. Find an internship with a government organization to get a foot in the door. Maintain a strong grade point average as many government programs are very competitive. Plan on attending a specialized paralegal training school or law school depending upon area of interest. Participate in a debate or forensic team to hone communication skills. Join pre-law organizations. Obtain a part-time or summer job at a law office. Take courses in and gain experience with mediation and conflict resolution. Ph.D. required for teaching and research in colleges and universities. Maintain a high grade point average and secure strong faculty recommendations. Earn a master's degree in college student personnel or a related field for administrative positions. Get involved in campus leadership roles in residence halls, student unions/activities, programming boards, etc. 26 Labor/Hiring Opportunities & Insights